John Liss Launches Kelley Blue Book Homes Valuation Platform

John Liss, CEO of True Footage, launched Kelley Blue Book Homes on August 3, 2026, through a joint venture with Cox Enterprises. The platform debuted in 11 states and uses the TrueTracts appraisal engine to offer home valuations designed as a neutral resource for consumers.

Liss intends to attract retirees relocating to be near grandchildren, as well as millennial first-time sellers who have outgrown starter homes. While the company asserts that its valuations typically fall within 3% of eventual sale prices, the service provides broker price opinions instead of certified appraisals.

The business model generates revenue by selling subscriptions to real-estate agents. These subscriptions grant agents exclusive or partial rights to specific ZIP codes, providing them with priority access to leads generated by users of the valuation tool.